Every one loves being first. First among our friends to do something, first to buy something, first in the company to achieve something, first in the world to accomplish something. Whatever it is with firsts, no matter what scope it has, we love owning the privilege of calling it ours. We love the attention, admiration, respect and envy we get from it. 

The decisive and most interesting part about being first is how to get there. How do we get to be the first at something? How do we make sure no one else is? By taking risks and taking them fast. We need to be willing to take them on — sometimes without knowing all potential consequences. No matter what risk of failure that might involve, taking it is crucial. Taking risks tied closely to the fame, attention, happiness of being first — of pioneering.

Ironically, we all love to pioneer, be first ones whilst not wanting to stick our neck out. We prefer for others to take that that risk of failing, and follow if they were successful and the move is save.

A very basic example we find in every day life is at pedestrian lights: Walk over a red light — no cars, no danger in sight. When alone no one will follow you. But in a group of two or more others will dribble in until everyone joins. Now that others took the risk it's safe. When the herd does it, you can do it. Because you're not taking the risk. Danger, if approaching, will affect the first ones, or be detected by them, allowing you more time to react. We know that; it's an instinct. 

Being first describes the state of going somewhere where no one else went in a given situation or scenario. It doesn't necessarily mean no one ever went there before but within a certain range, there's no one who's already there. Otherwise we'd be the follower.

We need to educate others about it. Not that it is a newfound secret — rather it's something everybody knows, but might need to refresh from time to time. Possibly even clients who want to be first yet ask for three examples of others who went there and succeeded. This isn't how it works. This is not how we got to the moon. This is not what will drive us forward. We know pioneering has it's hunger, and we know how to feed it.